Big Data, Big Confusion?

however objective data may be, interpretation is subjective, and so is our choice about which data to record in the first place. While it might seem obvious that data, no matter how “big,” cannot perfectly represent life in all its complexity, information technology produces so much information that it is easy to forget just how much is missing..... life is messy, and not everything can be abstracted into data for computers to act upon

There are obvious limitations to Big Data, but overall it is a force for good. The solution to Big Data blind spots seems to be even more Big Data. No?